Can AI Fix Fashion? Rethinking Over-Consumption with Couth’s Founder, Sajna Massey

The fashion industry has historically faced challenges like: overproduction, waste, and surface-level sustainability, that have thus far been somewhat impossible to fix. These issues are baked into the system—and new brands often unknowingly repeat the same harmful patterns.But with the emergence of AI and a founder who’s creatively rethinking the entire model, solving these issues might just be possible.In this episode, I sit down with Sajna Massey, founder of Couth. Instead of chasing trends or overstocking inventory, Couth puts design decisions in the hands of the community. They only produce what people actually want—keeping waste low, quality high, and the process intentional from start to finish.In our chat, I pick her brain about what it really takes to build an innovative fashion brand as a first-time founder. I’m asking her all the burning questions that I know you guys also have, including:How Sajna validated demand before producing a single garmentThe lessons (and missteps) from navigating international manufacturingWhat it’s like to build a brand while working full-time—and how to stay motivated when the initial excitement fadesWhat’s now core to her growth strategyAnd how changing the way we make clothes might also change the way we consume themThis is a conversation about fashion, yes—but also about thoughtful entrepreneurship, the power of community, and what’s possible when you choose to build with intention.Connect with Sajna:https://shopcouthstudios.com/https://www.instagram.com/couthstudios/